What are Event Properties?
Event Properties are custom attributes that you can attach to your Sealmetrics events to capture additional context and detailed information about user interactions. While the basic event tracks what happened, properties tell you how, where, and under what conditions it happened.
Properties transform simple event tracking into rich, detailed analytics that provide deeper business insights and enable more sophisticated analysis of user behavior.
Basic Property Implementation
Standard Event Structure with Properties
<script> /* SealMetrics Event with Properties */ (function() { var options = { account: '000000000000000000001234', event: 'microconversion', label: 'Product Purchase', ignore_pageview: 1, use_session: 1, // Custom Properties properties: { product_name: 'Wireless Headphones', category: 'Electronics', price: 99.99, currency: 'USD', brand: 'TechBrand', color: 'Black', size: 'Medium' } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); </script>Industry-Specific Property Examples
E-commerce Properties
Product Purchase Event
<script> function trackPurchase(productData) { (function() { var options = { account: '000000000000000000001234', event: 'purchase', label: 'Product Purchase', value: productData.price, ignore_pageview: 1, use_session: 1, properties: { // Product Details product_id: productData.sku, product_name: productData.name, category: productData.category, subcategory: productData.subcategory, brand: productData.brand, // Product Attributes color: productData.color, size: productData.size, material: productData.material, style: productData.style, // Pricing price: productData.price, discount_applied: productData.discount, discount_percentage: productData.discountPercent, final_price: productData.finalPrice, currency: 'USD', // Purchase Context payment_method: productData.paymentMethod, shipping_method: productData.shippingMethod, quantity: productData.quantity, // Customer Segment customer_type: productData.customerType, // 'new', 'returning', 'vip' membership_level: productData.membershipLevel } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } // Example usage trackPurchase({ sku: 'WH-001-BLK-M', name: 'Wireless Bluetooth Headphones', category: 'Electronics', subcategory: 'Audio', brand: 'SoundTech', color: 'Black', size: 'Medium', material: 'Plastic', style: 'Over-ear', price: 129.99, discount: 30.00, discountPercent: 23, finalPrice: 99.99, paymentMethod: 'Credit Card', shippingMethod: 'Express', quantity: 1, customerType: 'returning', membershipLevel: 'gold' }); </script>Add to Cart Event
<script> function trackAddToCart(product) { (function() { var options = { account: '000000000000000000001234', event: 'microconversion', label: 'Add to Cart', ignore_pageview: 1, use_session: 1, properties: { product_id: product.id, product_name: product.name, category: product.category, price: product.price, color: product.selectedColor, size: product.selectedSize, quantity: product.quantity, stock_level: product.stockLevel, cart_total_items: getCartItemCount(), cart_total_value: getCartTotal(), product_position: product.listPosition, // Position in product list list_name: product.listName // 'search_results', 'category_page', 'recommendations' } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } </script>Insurance Properties
Quote Request Event
<script> function trackInsuranceQuote(quoteData) { (function() { var options = { account: '000000000000000000001234', event: 'microconversion', label: 'Insurance Quote Request', ignore_pageview: 1, use_session: 1, properties: { // Insurance Type insurance_type: quoteData.type, // 'auto', 'home', 'life', 'health' coverage_level: quoteData.coverageLevel, // 'basic', 'standard', 'premium' // Auto Insurance Specific vehicle_make: quoteData.vehicleMake, vehicle_model: quoteData.vehicleModel, vehicle_year: quoteData.vehicleYear, vehicle_type: quoteData.vehicleType, // 'sedan', 'suv', 'truck', 'motorcycle' engine_size: quoteData.engineSize, fuel_type: quoteData.fuelType, // 'gasoline', 'diesel', 'hybrid', 'electric' // Driver Information driver_age: quoteData.driverAge, driver_experience: quoteData.drivingExperience, previous_claims: quoteData.previousClaims, no_claims_discount: quoteData.noClaimsYears, // Location postal_code: quoteData.postalCode, parking_type: quoteData.parkingType, // 'garage', 'driveway', 'street' // Quote Details estimated_premium: quoteData.estimatedPremium, deductible: quoteData.deductible, policy_duration: quoteData.policyDuration, // '6_months', '12_months' // Lead Quality Indicators lead_source: quoteData.leadSource, referrer: quoteData.referrer, campaign: quoteData.campaign } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } // Example usage trackInsuranceQuote({ type: 'auto', coverageLevel: 'standard', vehicleMake: 'Toyota', vehicleModel: 'Camry', vehicleYear: 2020, vehicleType: 'sedan', engineSize: '2.5L', fuelType: 'gasoline', driverAge: 35, drivingExperience: 15, previousClaims: 0, noClaimsYears: 5, postalCode: '12345', parkingType: 'garage', estimatedPremium: 1200, deductible: 500, policyDuration: '12_months', leadSource: 'google_ads', referrer: 'search', campaign: 'auto_insurance_2024' }); </script>Policy Purchase Event
<script> function trackPolicyPurchase(policyData) { (function() { var options = { account: '000000000000000000001234', event: 'purchase', label: 'Insurance Policy Purchase', value: policyData.annualPremium, ignore_pageview: 1, use_session: 1, properties: { policy_number: policyData.policyNumber, insurance_type: policyData.type, coverage_amount: policyData.coverageAmount, annual_premium: policyData.annualPremium, payment_frequency: policyData.paymentFrequency, // 'monthly', 'quarterly', 'annual' policy_start_date: policyData.startDate, policy_end_date: policyData.endDate, // Customer Information customer_age: policyData.customerAge, customer_segment: policyData.customerSegment, // Sales Process quote_to_purchase_days: policyData.quoteToPurchaseDays, agent_involved: policyData.agentInvolved, sales_channel: policyData.salesChannel, // 'online', 'phone', 'agent', 'broker' // Policy Details (Auto Insurance) vehicle_value: policyData.vehicleValue, comprehensive_coverage: policyData.comprehensiveCoverage, collision_coverage: policyData.collisionCoverage } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } </script>SaaS Properties
Subscription Signup Event
<script> function trackSaaSSignup(subscriptionData) { (function() { var options = { account: '000000000000000000001234', event: 'purchase', label: 'SaaS Subscription', value: subscriptionData.monthlyValue, ignore_pageview: 1, use_session: 1, properties: { // Subscription Details plan_name: subscriptionData.planName, plan_type: subscriptionData.planType, // 'basic', 'pro', 'enterprise' billing_cycle: subscriptionData.billingCycle, // 'monthly', 'annual' monthly_value: subscriptionData.monthlyValue, annual_value: subscriptionData.annualValue, // Feature Access user_seats: subscriptionData.userSeats, storage_limit: subscriptionData.storageLimit, api_calls_limit: subscriptionData.apiCallsLimit, integrations_included: subscriptionData.integrationsIncluded, // Trial Information had_trial: subscriptionData.hadTrial, trial_duration: subscriptionData.trialDuration, trial_to_paid_days: subscriptionData.trialToPaidDays, // Company Information company_size: subscriptionData.companySize, industry: subscriptionData.industry, use_case: subscriptionData.useCase, // Conversion Context signup_source: subscriptionData.signupSource, referral_code: subscriptionData.referralCode, discount_applied: subscriptionData.discountApplied, payment_method: subscriptionData.paymentMethod } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } </script>Feature Usage Event
<script> function trackFeatureUsage(featureData) { (function() { var options = { account: '000000000000000000001234', event: 'custom', label: 'Feature Usage', ignore_pageview: 1, use_session: 1, properties: { feature_name: featureData.featureName, feature_category: featureData.featureCategory, usage_frequency: featureData.usageFrequency, // 'first_time', 'daily', 'weekly', 'power_user' // User Context user_plan: featureData.userPlan, days_since_signup: featureData.daysSinceSignup, user_role: featureData.userRole, // 'admin', 'user', 'viewer' // Feature Specific data_processed: featureData.dataProcessed, processing_time: featureData.processingTime, result_type: featureData.resultType, // Engagement session_duration: featureData.sessionDuration, actions_performed: featureData.actionsPerformed, help_accessed: featureData.helpAccessed } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } </script>Real Estate Properties
Property Inquiry Event
<script> function trackPropertyInquiry(propertyData) { (function() { var options = { account: '000000000000000000001234', event: 'microconversion', label: 'Property Inquiry', ignore_pageview: 1, use_session: 1, properties: { // Property Details property_id: propertyData.propertyId, property_type: propertyData.propertyType, // 'house', 'apartment', 'condo', 'townhouse' listing_price: propertyData.listingPrice, square_footage: propertyData.squareFootage, bedrooms: propertyData.bedrooms, bathrooms: propertyData.bathrooms, // Location neighborhood: propertyData.neighborhood, city: propertyData.city, state: propertyData.state, zip_code: propertyData.zipCode, school_district: propertyData.schoolDistrict, // Property Features parking_spaces: propertyData.parkingSpaces, has_garage: propertyData.hasGarage, has_pool: propertyData.hasPool, has_garden: propertyData.hasGarden, year_built: propertyData.yearBuilt, // Inquiry Context inquiry_type: propertyData.inquiryType, // 'viewing', 'information', 'offer' preferred_contact: propertyData.preferredContact, // 'phone', 'email', 'text' viewing_preference: propertyData.viewingPreference, // Lead Information buyer_type: propertyData.buyerType, // 'first_time', 'investor', 'relocating' financing_needed: propertyData.financingNeeded, timeline: propertyData.timeline // 'immediate', '3_months', '6_months', 'flexible' } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } </script>Healthcare Properties
Appointment Booking Event
<script> function trackAppointmentBooking(appointmentData) { (function() { var options = { account: '000000000000000000001234', event: 'microconversion', label: 'Appointment Booked', ignore_pageview: 1, use_session: 1, properties: { // Appointment Details appointment_type: appointmentData.appointmentType, // 'consultation', 'checkup', 'specialist', 'emergency' service_category: appointmentData.serviceCategory, // 'general', 'cardiology', 'dermatology', 'pediatrics' appointment_date: appointmentData.appointmentDate, appointment_time: appointmentData.appointmentTime, duration_minutes: appointmentData.durationMinutes, // Provider Information doctor_name: appointmentData.doctorName, doctor_specialty: appointmentData.doctorSpecialty, clinic_location: appointmentData.clinicLocation, // Patient Context patient_type: appointmentData.patientType, // 'new', 'returning', 'referred' insurance_provider: appointmentData.insuranceProvider, insurance_accepted: appointmentData.insuranceAccepted, // Booking Context booking_channel: appointmentData.bookingChannel, // 'online', 'phone', 'walk_in' days_in_advance: appointmentData.daysInAdvance, preferred_language: appointmentData.preferredLanguage, // Urgency & Priority urgency_level: appointmentData.urgencyLevel, // 'routine', 'urgent', 'emergency' referral_source: appointmentData.referralSource, reason_for_visit: appointmentData.reasonForVisit } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } </script>Financial Services Properties
Loan Application Event
<script> function trackLoanApplication(loanData) { (function() { var options = { account: '000000000000000000001234', event: 'microconversion', label: 'Loan Application', value: loanData.loanAmount, ignore_pageview: 1, use_session: 1, properties: { // Loan Details loan_type: loanData.loanType, // 'personal', 'mortgage', 'auto', 'business' loan_amount: loanData.loanAmount, loan_term_months: loanData.loanTermMonths, interest_rate: loanData.estimatedRate, monthly_payment: loanData.estimatedMonthlyPayment, // Applicant Information applicant_age: loanData.applicantAge, employment_status: loanData.employmentStatus, // 'employed', 'self_employed', 'retired' annual_income: loanData.annualIncome, credit_score_range: loanData.creditScoreRange, // 'excellent', 'good', 'fair', 'poor' debt_to_income_ratio: loanData.debtToIncomeRatio, // Mortgage Specific property_value: loanData.propertyValue, down_payment_amount: loanData.downPaymentAmount, down_payment_percentage: loanData.downPaymentPercentage, property_type: loanData.propertyType, // 'primary_residence', 'investment', 'vacation' // Auto Loan Specific vehicle_make: loanData.vehicleMake, vehicle_model: loanData.vehicleModel, vehicle_year: loanData.vehicleYear, vehicle_type: loanData.vehicleType, // 'new', 'used', 'certified_pre_owned' // Application Context application_channel: loanData.applicationChannel, // 'online', 'branch', 'phone', 'mobile_app' referral_source: loanData.referralSource, co_applicant: loanData.hasCoApplicant, // Lead Quality pre_qualified: loanData.preQualified, documentation_complete: loanData.documentationComplete, approval_likelihood: loanData.approvalLikelihood // 'high', 'medium', 'low' } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } </script>Travel & Hospitality Properties
Hotel Booking Event
<script> function trackHotelBooking(bookingData) { (function() { var options = { account: '000000000000000000001234', event: 'purchase', label: 'Hotel Booking', value: bookingData.totalPrice, ignore_pageview: 1, use_session: 1, properties: { // Booking Details hotel_name: bookingData.hotelName, hotel_brand: bookingData.hotelBrand, star_rating: bookingData.starRating, check_in_date: bookingData.checkInDate, check_out_date: bookingData.checkOutDate, nights_stay: bookingData.nightsStay, // Room Details room_type: bookingData.roomType, // 'standard', 'deluxe', 'suite', 'presidential' number_of_rooms: bookingData.numberOfRooms, guests_total: bookingData.guestsTotal, adults: bookingData.adults, children: bookingData.children, // Location destination_city: bookingData.destinationCity, destination_country: bookingData.destinationCountry, hotel_location_type: bookingData.locationtype, // 'city_center', 'airport', 'beach', 'business_district' // Pricing room_rate_per_night: bookingData.roomRatePerNight, total_room_cost: bookingData.totalRoomCost, taxes_fees: bookingData.taxesFees, total_price: bookingData.totalPrice, currency: bookingData.currency, // Booking Context booking_channel: bookingData.bookingChannel, // 'direct', 'ota', 'travel_agent', 'mobile_app' advance_booking_days: bookingData.advanceBookingDays, booking_source: bookingData.bookingSource, promotion_code: bookingData.promotionCode, // Travel Purpose trip_purpose: bookingData.tripPurpose, // 'business', 'leisure', 'family', 'romantic' traveler_type: bookingData.travelerType, // 'solo', 'couple', 'family', 'group' // Amenities & Add-ons breakfast_included: bookingData.breakfastIncluded, wifi_included: bookingData.wifiIncluded, parking_included: bookingData.parkingIncluded, cancellation_policy: bookingData.cancellationPolicy // 'free', 'partial', 'non_refundable' } }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } </script>Dynamic Property Implementation
JavaScript Function for Dynamic Properties
<script> // Universal event tracking function with dynamic properties function trackEventWithProperties(eventType, eventLabel, customProperties, monetaryValue) { var options = { account: '000000000000000000001234', event: eventType, label: eventLabel, ignore_pageview: 1, use_session: 1, properties: customProperties || {} }; // Add monetary value if provided if (monetaryValue) { options.value = monetaryValue; } // Add timestamp and session info options.properties.timestamp = new Date().toISOString(); options.properties.page_url = window.location.pathname; options.properties.referrer = document.referrer; (function() { var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } // Usage examples: trackEventWithProperties('purchase', 'Product Purchase', { product_name: 'Wireless Headphones', brand: 'TechBrand', color: 'Black', price: 99.99 }, 99.99); trackEventWithProperties('microconversion', 'Insurance Quote', { insurance_type: 'auto', vehicle_make: 'Toyota', vehicle_model: 'Camry', coverage_level: 'standard' }); </script>Property Best Practices
1. Consistent Naming Conventions
Use snake_case for property names:
product_namenotproductNameBe descriptive but concise:
vehicle_makenotcar_manufacturer_brandUse consistent values:
'yes'/'no'ortrue/false, not mixed
2. Data Types and Formats
properties: { // Strings product_name: 'Wireless Headphones', category: 'Electronics', // Numbers price: 99.99, quantity: 2, // Booleans discount_applied: true, free_shipping: false, // Dates (ISO format) purchase_date: '2024-07-24T10:30:00Z', // Arrays (for multiple values) categories: ['Electronics', 'Audio', 'Wireless'], colors_available: ['Black', 'White', 'Silver'] }3. Property Categories and Organization
Category | Examples | Purpose |
Product/Service |
| Core item identification |
Customer |
| User segmentation |
Transaction |
| Purchase context |
Technical |
| Technical context |
Business |
| Marketing attribution |
4. Industry-Specific Property Standards
E-commerce Standard Properties
properties: { // Product Identification product_id: 'SKU-12345', product_name: 'Product Name', category: 'Main Category', subcategory: 'Sub Category', brand: 'Brand Name', // Product Attributes color: 'Black', size: 'Medium', material: 'Cotton', // Pricing price: 99.99, currency: 'USD', discount_percentage: 20, // Inventory stock_level: 'in_stock', // 'in_stock', 'low_stock', 'out_of_stock' quantity_available: 150 }Insurance Standard Properties
properties: { // Policy Identification insurance_type: 'auto', // 'auto', 'home', 'life', 'health' coverage_level: 'standard', // 'basic', 'standard', 'premium' policy_duration: '12_months', // Vehicle (Auto Insurance) vehicle_make: 'Toyota', vehicle_model: 'Camry', vehicle_year: 2020, vehicle_type: 'sedan', // Coverage Details coverage_amount: 100000, deductible: 500, premium_amount: 1200 }Advanced Property Techniques
Conditional Properties Based on Context
<script> function getContextualProperties(eventType, baseData) { var properties = { // Always include base properties timestamp: new Date().toISOString(), page_url: window.location.pathname, user_agent: navigator.userAgent.substring(0, 100), // Truncated for privacy screen_resolution: screen.width + 'x' + screen.height }; // Add event-specific properties if (eventType === 'purchase') { properties.transaction_id = 'TXN-' + Date.now(); properties.payment_processed = true; } if (eventType === 'microconversion') { properties.conversion_step = baseData.step || 1; properties.funnel_position = baseData.funnelPosition || 'unknown'; } // Add device context properties.device_type = /Mobile|Android|iPhone|iPad/.test(navigator.userAgent) ? 'mobile' : 'desktop'; // Add time context var now = new Date(); properties.hour_of_day = now.getHours(); properties.day_of_week = now.getDay(); // 0 = Sunday properties.is_weekend = (now.getDay() === 0 || now.getDay() === 6); // Merge with custom properties return Object.assign(properties, baseData.customProperties || {}); } // Usage function trackAdvancedEvent(eventType, eventLabel, customData) { var properties = getContextualProperties(eventType, customData); (function() { var options = { account: '000000000000000000001234', event: eventType, label: eventLabel, ignore_pageview: 1, use_session: 1, properties: properties }; if (customData.value) options.value = customData.value; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } </script>A/B Testing Integration with Properties
<script> // A/B Testing with Properties function trackWithExperiment(eventType, eventLabel, experimentData, customProperties) { var properties = Object.assign({ // Experiment tracking experiment_name: experimentData.experimentName, variant: experimentData.variant, experiment_id: experimentData.experimentId, // User cohort information user_cohort: experimentData.userCohort, traffic_allocation: experimentData.trafficAllocation }, customProperties || {}); (function() { var options = { account: '000000000000000000001234', event: eventType, label: eventLabel, ignore_pageview: 1, use_session: 1, properties: properties }; var url="//app.sealmetrics.com/tag/v2/tracker";function loadScript(callback){var script=document.createElement("script");script.src=url;script.async=true;script.onload=function(){if(typeof callback==="function"){callback();}};script.onerror=function(){console.error("Error loading script: "+url);};document.getElementsByTagName("head")[0].appendChild(script);}loadScript(function(){options.id=Math.floor((Math.random()*999)+1);if(window.sm){var instance=new window.sm(options);instance.track(options.event);}else{console.error("sm2 plugin is not available");}}); })(); } // Example usage trackWithExperiment('microconversion', 'Button Click', { experimentName: 'checkout_button_color', variant: 'green_button', experimentId: 'EXP-001', userCohort: 'new_users', trafficAllocation: 50 }, { button_position: 'header', page_type: 'product_detail' }); </script>Property Analytics Benefits
1. Detailed Segmentation
Analyze performance by any property combination
Create custom user segments based on behavior
Compare conversion rates across different attributes
2. Advanced Attribution
Multi-dimensional attribution modeling
Understand which product attributes drive sales
Identify high-value customer characteristics
3. Personalization Insights
Understand preferences by user segment
Optimize product recommendations
Tailor marketing messages based on behavior patterns
4. Business Intelligence
Track business KPIs with granular detail
Monitor trends in product attributes
Identify opportunities for product development
Implementation Checklist
Planning Phase
Define property taxonomy for your industry
Establish naming conventions
Identify key business questions properties will answer
Map properties to existing data sources
Development Phase
Create property collection functions
Implement error handling for missing properties
Add validation for property data types
Test property collection across different scenarios
Testing Phase
Verify properties are collected correctly
Test with various browsers and devices
Validate data accuracy in analytics dashboard
Check performance impact of property collection
Maintenance Phase
Regular property usage review
Update properties as business needs evolve
Monitor property data quality
Train team on property analysis techniques
Common Property Mistakes to Avoid
❌ Too Many Properties
Avoid overwhelming events with unnecessary properties. Focus on actionable data.
❌ Inconsistent Values
// Bad: Inconsistent formatting properties: { color: 'Blue', // Capitalized size: 'medium', // Lowercase available: 'Yes' // String instead of boolean } // Good: Consistent formatting properties: { color: 'blue', // Lowercase size: 'medium', // Lowercase available: true // Boolean }❌ Personal Data in Properties
Never include personal identifiable information in properties:
// Bad: Contains PII properties: { customer_email: '[email protected]', customer_phone: '+1234567890' } // Good: Non-identifying data properties: { customer_type: 'premium', customer_segment: 'high_value' }❌ Dynamic Property Names
Avoid creating property names dynamically as it makes analysis difficult:
// Bad: Dynamic property names properties: { 'color_' + productColor: true, 'size_' + productSize: true } // Good: Consistent property names properties: { color: productColor, size: productSize }Summary
Event Properties transform basic event tracking into rich, contextual analytics that provide deep business insights. By implementing properties strategically:
Capture Context: Understand not just what happened, but how and why
Enable Segmentation: Analyze performance across multiple dimensions
Drive Decisions: Make data-driven decisions with detailed insights
Optimize Performance: Identify high-performing attributes and characteristics
Properties are the key to unlocking the full potential of your analytics, transforming simple event counts into actionable business intelligence that drives growth and optimization.